Creative

Brand identity

Your brand is your businesses identity, and it is crucial in making your business strong and recognisable to help rise above the competition. Improving recognition, generating new leads, and inspiring employees are just some of the many benefits that developing a strong brand identity can have. Consistent branding across all channels could increase revenue by up to 23%, so ensuring your business follows your obligations is imperative.

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WHAT IS A BRAND IDENTITY & IMAGE?

Brand identity refers to all the elements that make a brand from colour, design and logo that identify and distinguish the brand in consumer’s minds. This brand is designed to cultivate a certain image of your business within your target audience’s minds. This includes business name, logo shape, colours, visual elements, language and tone of voice and interaction with employees and customers.

HOW DO EDGE APPROACH A BRAND IDENTITY?

Re-imagining or developing your brand is a collaborative process. Working with you, we’ll get under your businesses skin to ensure that we really understand your goals, your existing brand and how and where you can improve. We’ll also look at your industry and competitors to assess what motivates consumers in your market. Together, we’ll create a meaningful, recognisable and respectable brand.

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DIFFERENT FACTORS TO CONSIDER WITHIN YOUR BRAND

Not sure where to start? Don’t worry. When it comes to crafting a brand, there are many different factors you may want to consider, but we can support you with all of it. This includes:

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8 STEPS TO BRAND IDENTITY

  • 01

    STEP ONE: DETERMINE YOUR BRAND’S TARGET AUDIENCE

    The foundation for building your brand is to determine the target audience you will be focusing on. Think about who you are trying to reach so that you can tailor your mission and message to meet their exact needs. You can do this through the development of customer personas.
  • 02

    STEP TWO: ESTABLISH A BRAND MISSION STATEMENT

    Having a brand statement that is clear and consistent is imperative to the success of your business. Before you can build a brand that you target audience trusts, we need to assess the value that your business provides. The mission statement defines a purpose for existing and will inform every other aspect of your brand building strategies.
  • 03

    STEP THREE: COMPETITOR RESEARCH

    To review your brand, we must understand your position in the market. It is imperative that we assess your competitors to give us an idea of what works in your industry. We do this through high-quality, specialist tools that delve into the strategy of your competitors.
  • 04

    STEP FOUR: BUILD A LOGO AND TAGLINE

    Branding creates a unique and memorable image for a company in the mind of your target audience. One of the most powerful elements you should consider for achieving this is the visual factors. What will your brand actually look like?

    Focusing heavily on your logo, typography, colour and imagery, we will curate a brand that stands out above your competitors.

    Your logo is the first thing a consumer will associate with your company, so it’s important that you choose something unique which clearly displays what your business is about. Working alongside this, it’s important to choose a font, colour scheme and style of imagery which represents your brand to the extent that even without a logo – your brand is recognisable.
  • 05

    STEP FIVE: FORM YOUR BRAND VOICE

    Your tone of voice and the language used should be crafted in such a way to represent your personality of your business. Achieving a consistent brand voice will illustrate your values and how you are different from your competitors while building trust with your audience.

    While this step might look simple on the surface, it is often something that many companies overlook. However, creating a distinct tone of voice is about creating memorable messages for your audience. To achieve this, we will tailor your content to your target audience, connecting with them on a personal level.

  • 06

    STEP SIX: LET YOUR BRAND PERSONALITY SHINE

    Whatever marketing channels you choose to incorporate into your marketing strategy, we will ensure that your brand stays consistent and relevant to the target audience.

    It is imperative that we understand your business in order to review your brand. We will therefore take a deeper look into what makes your business unique as well as what you are wanting to achieve. We will then be able to review your business with an understanding of your goals to see what you are, and what you aren’t achieving.
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OUR CASE STUDIES

RUDDS WELLIES

Founded in 2014, Rudds Wellies are a start-up company that sells wellies to three distinct target markets: horse riding, farming and sailing. The wellies have been purposely crafted to work with the customer’s lifestyle, with a focus on comfort, safety and durability.

www.ruddswellies.co.uk

We created logos for each brand and sub brand that captured the hand-crafted nature of the brand, lifestyle-led ethos and consumer research that had been conducted within the design phase. Once we had finished the logo, we needed to translate the brand across a variety of materials, including packaging and an e-commerce website.

Once we had the right look and colour palette, we then set about creating the shoe box for the wellies. The packaging was designed to use the natural form of the cardboard to give it an authentic and rustic feel and sit well with the outdoor nature of the boots. We spot colour matched all printed material including flyers and exhibition stands.

Rudds Wellies has gone from strength to strength due to its consistent branding across digital and print. There has been a lot of interest in the brand at exhibitions and investor events which have propelled the brand forward, creating strong foundations for it to continue growing.

“After researching and developing a product for nearly 2 years before it came to market, I was very nervous about finding a creative agency that could take care of my product and brand it effectively. I need not have worried; they have an amazing ability of understanding what you need and creating amazing imagery and content. They have been with me every step of the way, from logo and packaging design to holding my hand during presentations. Even when you’re not sure what you need, they offer amazing expertise and options to give your business a brand it deserves.”

RACHEL RUDD, FOUNDER

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